Superfast Business - The Connected Business


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  • Source Boston Consulting report Oct 2012
  • By 2016 the G20 internet retail will reach $4.2 trillion in the G-20 economies
  • In the UK it’s 12% for high web and 4% for low webSource Boston Consulting The $4.2 Trillion Opportunity March 2012The Internet Economy in the G-20Take this for technology too for ‘high-web’ and ‘low-web’ show very clearly the correlation between good use of digital talent and business success
  • Tesco – 6% of UK Sales (£2.8 bn)Pearson – 33% - £2 bn digital (Penguin books – 17% - book revenues online and Financial Times – subscriptions : 316k digital versus 286k print)
  • Now called ‘splinternet’
  • This is all about your customers, new, existing, engaged not engaged.
  • Sugar – around £35 a month
  • Authors: Puneet Manchanda, Grant Packard, and Adithya Pattabhiramaiah (all University of Michigan)Publisher: Ross School of Business Working PaperDate Published: January 2012
  • Aurasma is a radical piece of technology that represents the future of how we use our mobile devices by bringing the physical and virtual worlds together for the first time.
Available on smart devices, Aurasma was created out of technology that is capable of recognizing images, symbols and objects in the real world and understanding them. It can then deliver digital content in real time, including videos, animations, audio or webpages
  • Source Boston Consulting report Oct 2012
  • Extract from Microsoft
  • Case study - Stored inside the company’s LinkedIn account are folders for various technology companies, each containing links to the profiles of potential candidates that the team is planning to approach through LinkedIn’s internal “InMail” system.
  • 1 InMails are response guaranteed. If you don't get a response to an InMail within 7 days, LinkedIn will return the InMail credit to your account. Unused InMails roll over and accumulate for up to 90 days while you are subscriber.2 OpenLink is optional and needs to be activated3 4 Premium filters - Seniority, Company Size, Interests, Fortune 1000; 8 Premium filters - 4 filters + Functions, Years of experience, Your groups, New to LinkedIn
  • Source optify 2012  62 million visits, 215 million page views and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found email’s conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%).
  • Source: Eric Siegel Predictive Analytics 2013
  • Superfast Business - The Connected Business

    1. 1. Serco Internal The Connected Business Kate Doodson Cosmic @cosmickated
    2. 2. Serco Internal What is superfast business? • Superfast Business is a European Funded programme of fully funded business support for SMEs • Delivered by Peninsula Enterprise, working with the Local Authorities & Connecting Devon & Somerset broadband rollout project
    3. 3. Serco Internal • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Benefits for businesses can include:  Competitive advantage through take-up and exploitation of SFBB  Increased productivity  Improve access to new markets and business opportunities  Increase competitive advantage for businesses in rural locations  More flexible and environmentally friendly working practices  Increased opportunity for innovation  Efficiency and timesaving • Eligibility criteria apply to businesses accessing the service Superfast Business Support
    4. 4. Serco Internal The Connectivity “Revolution”
    5. 5. Support Available – 12 hours of support
    6. 6. Serco Internal 1. Register on our website (which incorporates the Knowledge Hub). to unlock access to a range of resources and materials 2. Check your eligibility 3. Let us know what areas of ICT and technology you might be interested in 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Next Steps Developing an ICT strategy Developing your ICT network/ infrastructure Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud Business Continuity
    7. 7. NwKQQ
    8. 8. Serco Internal • • twitter @superfastbiz • Facebook • join our LinkedIn group 'Superfast Business SW' • • 0845 603 8593 Stay up to date
    9. 9. Serco Internal The Connected Business
    10. 10. Serco Internal Business is Changing UK ?
    11. 11. Serco Internal Business with no change? 2012 Physical CDs - ½ million Downloads –183m
    12. 12. Serco Internal Businesses that have adapted 6% of UK Sales £2.6 billion 33% of UK Sales £2 billion – digital 17% - book revenues onlineFinancial Times subscriptions : 316k digital vs 286k print
    13. 13. Serco Internal So what‟s changed in business?
    14. 14. Adverti sing TV Mail shots PR Radio Print Old world customer marketing
    15. 15. PR Search TV Mobile Social media Radio Print affili ate Webi nars PPC Email Rapid Fragmented Two way Website New world marketing
    16. 16. Serco Internal What else has changed? Customers… • Have higher expectations • Mobilisation – real time commentary • They talk to each other – social media
    17. 17. Serco Internal The world has changed • Instantaneous response • Accessibility • Transparency • Accountability
    18. 18. Serco Internal People change • Gen X • Gen Y • Gen Z • Baby Boomers • Millennials • Digital Natives
    19. 19. Serco Internal Staff have changed
    20. 20. Serco Internal • Business leaders need to think about • How can we connect our customers better online? • How can we provide consistently good customer service? • How can I increase staff productivity and loyalty? • How can I work with other businesses better?
    21. 21. Serco Internal Agenda • What is the connected business? • Key areas for the connected business • Questions and discussion
    22. 22. A business that makes the most of technology to realise full business potential A business that connects discreet parts of the business that may not have connected before Collates and interprets collated business data for customer intelligence and insights What is the connected business?
    23. 23. How connected is your business?
    24. 24. Serco Internal • Make the client journey easier? • Create more consistent interactions with the client across the business? • Encourage all staff to engage and to know each customer and project better? • Create a more innovative business? • Develop a more robust business? Can technology
    25. 25. Serco Internal External customer systems
    26. 26. Serco Internal Manages its customer relations matching the customer journey 1. Customer Relationship Management
    27. 27. Serco Internal Customer focus -CRM systems A connected business has a central source for all client records • Record enquires & leads • Record customer sales • Record customer interactions & sales • Record customer history – It needs to be accessible from anywhere for all staff to input and use – Provide reporting and forecasting easily
    28. 28. Serco Internal
    29. 29. Serco Internal What can a CRM system do? Inputs You can import your contacts using Excel • Enquiries Received • Calls Made/Received • Customer Profiles Created • Business Cards Received • Leads Generated • Letters/Emails sent & Received • Attendees to Seminars • Website Hits • Project Plans
    30. 30. Serco Internal
    31. 31. Serco Internal Outputs Customer Data Analytics Project Management Reporting
    32. 32. Serco Internal Customer relationship management
    33. 33. Serco Internal Industry Solutions Suitable for Small/Medium Businesses Large Businesses Large Businesses Analytics Channel Management X Customer Service Integration X Collaboration X Marketing Automation Sales Automation To compare please visit http://crm-
    34. 34. Serco Internal lumkw
    35. 35. Map your CRM to your customer journey
    36. 36. Serco Internal Is engaged with its customers and stays connected 2. Digital marketing
    37. 37. Serco Internal • 80% of population using the internet (UK) • 34m using Facebook • 10m using Twitter • Are you engaging with your customers online? • Are you managing your reputation online? Social media , Search, Advertising, Reputation, New media
    38. 38. Serco Internal Get the basics right - Organic is still the number 1 driver of traffic to websites in 2012
    39. 39. Serco Internal Search Engine Optimation Get the basics right 1. Optimise for onsite phrases – 2-3 keyword phrases per page – Content, titles. Paragraph titles – Page titles – Footers – Images 2. Get strong and relevant links back to your site 3. Update your site regularly
    40. 40. Serco Internal Use social media for sales • Always be listening – Listening for your brand and ways to engage • Listen to conversations for mention of needs # • Check social media search terms • Listen out for your reputation
    41. 41. Serco Internal Hashtag ideas • Sector specific • #windpower • #climatechange • Geographic specific • #ivybridge • #devon • Campaign specific • #greenenergy • Media specific • #journorequest • #prrequest
    42. 42. Serco Internal
    43. 43. Serco Internal Broadcast, but engagingly • Broadcasting your messages • Broadcast your brand and reputation • Let people know what you are doing • Engage in consumers conversations • Become interested and interesting • Link back to your website
    44. 44. Owned Content Video, blogs, photos ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled „Content first‟ strategy
    45. 45. Serco Internal
    46. 46. Serco Internal • What content? • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials Becoming significant in Search Results Pre sales – research Post sales - support Engage with video content
    47. 47. Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
    48. 48. Think about Creating communities Keeping customers through community building: River Cottage have created a community that has 36,000 subscribers actively engaged… Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't. Source: A Big Payoff from Online Company Communities
    49. 49. Serco Internal Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
    50. 50. Serco Internal Create your own…and … tap-to-buy
    51. 51. Serco Internal Has a brilliantly, engaging website 3. Websites & apps?
    52. 52. Serco Internal • Your website communicates volumes about your brand, your values and the way you do business • What does yours say about your brand values? Your website is the place • Control your content • Control your reputation and show off your expertise
    53. 53. Serco Internal Brilliant website? Style and tone Engaging, engrossing, reflects customer Creates environment for „desire to buy‟ Is content driven Functionality Mixed payment methods debit, credit, PayPal Self serving for customers anytime support, automated Integration transactional, self serving website that integrates with key back office functions Integrates with finance, CRM, e- news,
    54. 54. Web at the heart of a connected business strategy
    55. 55. Serco Internal Responsive design • Works across platforms Is it mobile responsive? Is it tablet responsive? 23% of web traffic to JL and 25% to LA sites23% visits to JL website are now mobile
    56. 56. Serco Internal Internal business systems
    57. 57. Serco Internal Manages its projects through connected systems 4. Project management systems
    58. 58. Serco Internal Project management • Project management tools – Maximise resource management with • Taskboards • Document storage • Automated timesheet creation • Automated expenses generation • Virtual meetings • Online/offline collaboration
    59. 59. Serco Internal Manages its staff with self service applications 5. HR learning management systems
    60. 60. Serco Internal • Self service systems HR/E-learning – Utilises technology to manage • Personnel files • Leave requests • Automates time recording • Self service with manager routing • Includes performance management • Utilises online learning, encourages personal development online • Uses online recruitment • Has reporting modules
    61. 61. Serco Internal 1Z050
    62. 62. Serco Internal Has an anywhere anytime policy 7. Cloud systems
    63. 63. Serco Internal • Cloud systems – Provide staff with anytime anywhere access to • Files • Software • Emails • Platforms (Cloud) – Secure backups – Business continuity management plan
    64. 64. Serco Internal Anytime anywhere access to business information • Files • Emails • Systems • Databases • Knowledge • Move all or some …
    65. 65. Serco Internal What is cloud? • Access applications and data on the internet rather than on your „owned‟ equipment • Natural evolution of technologies & approaches – virtualisation, automation, integration, and utility computing • The revolution is around how IT resources are managed and delivered
    66. 66. Serco Internal • You can replace… – Software – File storage – Email servers and exchange – Platforms ….With cloud technologies
    67. 67. Serco Internal Some cloud applications Software File storage Email Platform Dropbox Yes Huddle Yes Doodle Freshbooks yes Yes Crashplan yes Gmail Yes Salesforce yes yes Yes Google Apps Yes yes yes Yes Microsoft 365 yes yes yes Yes Podio Yes Yes yes
    68. 68. Serco Internal Current use of cloud • 56% of internet users use webmail services • 34% store personal photos online • 29% use online applications (Google Docs, Photoshop express) • 7% Store personal videos online • 5% pay to store computer files online • 5% back up hard drive to online site
    69. 69. Serco Internal
    70. 70. Serco Internal • Software as a Service (SaaS): This is a complete preconfigured application environment, for example or Google Apps. The customer simply consumes the application as a service, usually on a per-user basis, and has no long-term commitment (but equally almost no control). • Platform as a Service (PaaS): This adds a complete software stack; for example LAMP (Linux, Apache, MySQL, PHP/Perl). Each customer is then able to write or load applications into this known environment, with the provider responsible for expanding or contracting the Cloud infrastructure and/or the software landscape to meet changing demands. • Infrastructure as a Service (IaaS): The flexible provision of CPU capacity, data storage, network bandwidth and basic operating system. Each customer is responsible for running their software stack on top, and is able to re-size the underlying Cloud Infrastructure (CI) on demand.
    71. 71. Serco Internal • Cloud computing is not about • your hard drive. That‟s local storage and computing. Working off your hard drive is how the computer industry functioned for decades. • having a dedicated hardware server in residence. Storing data on a home or office network does not count as utilizing the cloud. • Isn‟t old „hosted solutions‟ – The software needs to be all same stack and same „version now‟ •
    72. 72. Serco Internal
    73. 73. Serco Internal 5 things to consider - Cloud 1. Disregard any supplier that offers 100% uptime – read the contract, what does uptime cover 2. Select a supplier that can deliver high service levels – dedicated support team, round the clock monitoring, 3. Don‟t under estimate the importance of network infrastructure security – public or private IP Network? 4. Be clear on how flexible and scalable your solution is –what is their partner network like? 5. Check out their data security credentials – is the service compliant with UK data protection law
    74. 74. Serco Internal
    75. 75. Serco Internal • A connected business provides a seamless telephone connectivity regardless of staff location • Unified communications is the integration of real-time communication services • Communications: Voice data, video • Messaging: voice, email, video IM • Conferencing: Online, audio, video • Application integration: CRM, Office productivity tools • Presence: IP phone, desktop, phone, mobile Unified Communications
    76. 76. Serco Internal The business case • Unified Communications - The business case • Reduce travel and training costs as much as 30 % • Reduce property and facility costs as much as 30-40 % • Reduce telephony and audio conferencing charges as much as 40 % • Reduce cost of voice mail as much as 60 % • Reduce IT infrastructure and administration cost up to 50 %
    77. 77. Unified messaging - Common themes • Unified Comms with Lync Unified communication Description Instant messaging Text chat, in 1:1 or to group environment. Great for informal and remote conversations Presence detection Identifying best carrier for telephony or message. In office, landline, Out of office, mobile, at home, Wi-Fi. Telephony VOIP, SIP, Skype (closed source), unified telephony services Video conferencing Video conferencing with or without screen sharing, one-to-many or many-to-many Data sharing and integration Use of interactive white boards, dashboards , integration to CRM Unified messaging Voicemail message available across multiple platforms, email, SMS, mobile Internal comms Internal blogging, micro blogs
    78. 78. Serco Internal •
    79. 79. Serco Internal B2B eco-system
    80. 80. Serco Internal Collaborates with other businesses 8. Collaboration tools
    81. 81. Serco Internal Collaboration tools • Collaboration tools – Collaborates with externally with teams • Uses online collaboration rooms • Shares knowledge & resources & cost • Protects their own IP
    82. 82. Serco Internal
    83. 83. Serco Internal
    84. 84. Serco Internal Recruits intelligently 9. Recruitment tools
    85. 85. Serco Internal • LinkedIn - 200 million members worldwide differing membership levels • Free • Premium • Job Seeker • Recruiter – stores, organises searches, like Salesforce for recruiting • Sales Professional LinkedIn = Proactive recruitment
    86. 86. Serco Internal
    87. 87. Serco Internal
    88. 88. Serco Internal
    89. 89. Serco Internal • Video interviewing
    90. 90. Serco Internal • Innovative ways
    91. 91. Serco Internal Benchmarks against other businesses 10. Benchmarking and measuring tools
    92. 92. Serco Internal How much Klout do you have?
    93. 93. Serco Internal Can we benchmark our websites? • 2012 benchmark summary (Optify) 600 SME B2B websites, 62m visits, 215 page views
    94. 94. Serco Internal Understanding analytics 1. Who are your visitors 2. How do they get to your site 3. What do they do once they are there
    95. 95. Serco Internal 3 types of traffic
    96. 96. Serco Internal
    97. 97. Serco Internal A connected business measures success and predicts future trends Analytics SM and web Analytics curve Descriptive (what happened) Diagnostic (why did it happen) Predictive (What will happen) Prescriptive (How can I make it happen)
    98. 98. Serco Internal
    99. 99. Serco Internal
    100. 100. Serco Internal Predictive Analytics • Want to predict who your customers will be? Predictive analytics can help do that • Tesco– can predict the exact day customers will return and the amount they will send within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate „flight risk‟ score for all employees. Estimates $300m savings
    101. 101. Serco Internal • LA Police • Review 13 million past crimes to predict current behaviour
    102. 102. Serco Internal Features of a connected business External systems 1. Customer relationship management 2. Digital reputation 3. E-marketing 4. Website e- commerce 5. Knowledge base 6. Customer intelligence Internal systems 1. Project management 2. HR systems 3. Staff productivity 4. Internal communication 5. Finance 6. Sector specific processes Business eco-system 1. Collaboration 2. Benchmarking 3. Innovation 4. Competition 5. Peer support 6. Recruitment 7. Sector leadership
    103. 103. Serco Internal Questions and discussion
    104. 104. How connected is your business?
    105. 105. Serco Internal 1. Register on our website (which incorporates the Knowledge Hub). to unlock access to a range of resources and materials 2. Check your eligibility 3. Let us know what areas of ICT and technology you might be interested in 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Next Steps Developing an ICT strategy Developing your ICT network/ infrastructure Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud Business Continuity
    106. 106. Serco Internal ----------------Ends
    107. 107. Serco Internal • Recruitment
    108. 108. Serco Internal Measures success
    109. 109. Serco Internal 8. A connected business measures success and predicts future trends Analytics SM and web Analytics curve Descriptive (what happened) Diagnostic (why did it happen) Predictive (What will happen) Prescriptive (How can I make it happen)
    110. 110. Serco Internal
    111. 111. Serco Internal Customer intelligence • Analysing customer behaviour • Web statistics • Social media mentions, engagement • Email traffic • Telephone conversation logging • Knowledge base usage • Web searches • Social media cues sentiment analysis • Feedback • Predictive analytics
    112. 112. Serco Internal Understanding analytics 1. Who are your visitors 2. How do they get to your site 3. What do they do once they are there
    113. 113. Serco Internal 3 types of traffic
    114. 114. Serco Internal
    115. 115. Serco Internal Sprout Social
    116. 116. Serco Internal How much Klout do you have?
    117. 117. Serco Internal
    118. 118. Serco Internal Questions